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Selling the world: an exploration of the past, present and future of destination marketing

SELLING THE WORLD:
AN EXPLORATION OF THE PAST, PRESENT AND FUTURE OF DESTINATION
MARKETING
by
Chelsey Allodi
A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
May 2012
Copyright 2012 Chelsey Allodi

This thesis explores the best practices of destination marketing in the context of a fast-changing communication landscape. It analyzes three campaigns of destinations of three distinct types, comparing commonalities and differences among the three. The ultimate goal of this analysis is to identify specific methodologies and analyze prominent practices to finally determine a set of best practices and recommendations for future destination marketing campaigns. The main components of this thesis include an in-depth look at three contemporary destination marketing cases and a content analysis of campaign. The underlying goal is to identify core pillars of successful campaigns that transcend time while recognizing present-day challenges facing the destination marketers and what implications this may have on the travel and tourism industry.

The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the author, as the original true and official version of the work, but does not grant the reader permission to use the work if the desired use is covered by copyright. It is the author, as rights holder, who must provide use permission if such use is covered by copyright. The original signature page accompanying the original submission of the work to the USC Libraries is retained by the USC Libraries and a copy of it may be obtained by authorized requesters contacting the repository e-mail address given.

SELLING THE WORLD:
AN EXPLORATION OF THE PAST, PRESENT AND FUTURE OF DESTINATION
MARKETING
by
Chelsey Allodi
A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
May 2012
Copyright 2012 Chelsey Allodi